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Rakuten Affiliate Network
Formerly Rakuten LinkShare
Formerly Rakuten MediaForge
Formerly DC Storm
April 1 2016
The omnichannel marketing company added a wealth of top brands to its roster over the last quarter including NEOM, Missoma and Sunglass Hut.
Mobile Conversions Continue to Rise
Rakuten Affiliate Network UK saw same-store sales rise by 29% Year on Year (YoY). The first quarter triggered the launch of a range of new affiliate programmes, including luxury beauty brand, NEOM and award-winning jewellery retailer, Missoma.
The share growth rate of Mobile device orders and clicks within the network continues to rise each quarter, accounting for 36% of all orders, and 37% of clicks in Q1. In January alone, mobile orders were up 142%, followed by a 124% increase in February YoY.
Elsewhere, Rakuten Affiliate’s global networks also achieved substantial growth at the beginning of 2016; same store sales were up 44% YoY in France, 18% in the US, 84% in Canada and 75% in Australia. Part of this growth can be attributed to the growing number of existing customers extending their affiliate activities overseas, after experiencing success with their UK programme.
Meanwhile, the company’s display division, Rakuten Display saw 45% global same store growth YoY. Expansion was particularly high in Australia, with a 122% increase in revenue, compared to Q1 2015.
Following the trend within the affiliate division, mobile conversions continued to rise for the Display business. Consumer journeys that started and converted on a mobile device represented over a third (36%) of all consumer journeys in Q1.
Product Intelligence Leads the Way for Social Advertising
In February 2016, Rakuten Marketing announced its latest acquisition of automated product intelligence company, Manifest Commerce. The technology significantly improves the performance of product ads across Facebook, Twitter and Instagram, and has broad applications across Rakuten Marketing omnichannel offerings for improving ad performance and return on investment.
Rakhee Jogia, Director of Display in the UK, commented; “This is a really exciting acquisition that will thoroughly immerse our business in the complex world of social advertising. Integrating product discovery and optimisation with our existing technology and consumer intelligence will uncover new revenue opportunities within our display and affiliate programmes, and across ad platforms and devices.”
More Customers Demand Transparency
The desire for deeper insight into the customer journey continues to rise across all business units. In Q1, Cadence Essential, the company’s attribution tool – which is free to use for all its customers – tracked over 46 million sales and over 167 million display impressions. Omnichannel clients are increasingly using the tool to assess how each touchpoint contributes to the path to purchase, in order to optimise marketing spend across and within channels.